MOBILE MARKETING

With little or no dispensable income, it is not surprising that price is the primary purchase driver among one-third (31%) of young Brazilian consumers. Design and style ranks second and is important to one in five consumers and form/shape is essential for one in ten.

With only 40 percent of young Brazilian consumers taking advantage of advance data services such as mobile Internet, instant messaging, email, ring tone, game or screen saver downloads, mobile service providers have an opportunity to expand usage of these services. In fact, only between five and seven percent of young Brazilians use any of these advanced data options currently.

Mobile internet is becoming an popular way to access the internet and social media in Latin America, with eMarketer predicting that there will be 120.8 million mobile internet users in Brazil alone by 2017.

Latin America is forecast to account for some 9% of global machine-to-machine (M2M) device connections in 2020, consultancy firm Analysys Mason principal analyst Steve Hilton told BNamericas. Hilton said M2M device connections in Latin America are expected to expand at a CAGR of 55% during 2010-2020. The analyst said M2M connections in the region will reach 187mn in 2020, compared with 2.3mn in 2010.

49% of Mexican mobile users who receive ads on their devices, 88% report seeing them but much smaller percentages report interacting with these ads, such as by clicking on them (8%), registering (5%) or purchasing through them (3%).

According to research from comScore, however, the use of PCs to access the Internet is still relatively higher compared to other regions in 2013. According to the study “Latin America: Digital Future in Focus”, 91.9% of users still go online from a desktop computer, compared to only 5.6% who access the Web from a mobile device and 2.2% who go online via a tablet.

In addition, we will see new business models to leverage 3G adoption in the region, pushing on mobile marketing: iPhones given at no cost, for example, as long as subscribers agree to be hit by mobile advertising while in motion. (February 2010) 9

As operators and service providers develop the ability to increase the segmentation of customer bases in Latin America, the 1-to-1 marketing will be more successful and popular in the mobile marketing arena. (February 2010) 10

The great volume of iPhones and smartphones sold in the region over the last 2 years, along with the extensive rollout of 3G networks, created the foundation to leverage mobile marketing initiatives this year. (February 2010) 11

According to comScore M: Metrics, 71% of Hispanics devour calm upon mobile phones compared to the marketplace normal of 48%. (February 2010) 12

the Hispanic interpretation users rsther than because, as promotion upon mobile phones (41% contra 30% of non-Hispanics) as good as some-more have responded (22% vs. 13%). Therefore, mobile selling to the Hispanic demographic is an event for expansion in this negligence manage to buy experience. (February 2010) 13

In the year 2008 have been twenty-three million Hispanics online, about 52% of the Hispanic population. (February 2010) 15

Argentina is a world leader in mobile internet use: its mobile internet penetration rate is 42% and Argentine mobile Internet users spend an average of 3 hours and 25 minutes a day using mobile Internet. While a number of other countries have a deep mobile Internet penetration rate, Argentine mobile users use the Internet for much more time than users in Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, Russia, Singapore, the United Kingdom and the United States.